Boots revamps Advantage Card as part of ‘biggest ever investment’ in value

The new scheme will be available to all Boots customers from May 2023 and extends the discount to more than 6,000 of the health and beauty retailer’s own-brand products.

Boots will also be offering lower prices and instant discounts on more than 1,000 products as a part of its Price Advantage scheme.

The expansion is part of the retailer’s biggest-ever investment in its popular Advantage Card programme and comes in “response to the changing way that customers are using the loyalty scheme”.

The health and beauty retailer said 70% of Boots Advantage Card members regularly shop from the retailer’s own-brand range, accounting for one in five items in their baskets.

Boots has seen a 35% increase in sales of own-brand products in Q1 2023 since the launch of its Boots Everyday range in September last year.

As a part of the new update, customers will now earn three advantage card points for every £1 spent, compared with the previous four points for every £1.

Pete Markey, chief marketing Officer at Boots, said: “Boots Advantage Card is one of the original and most generous loyalty programmes, and now we are making it better to fit our customers’ changing needs and the way they now want to shop.

“Customers want to be rewarded with on-the-spot lower prices and instant value. We’ve also noticed that Advantage Card members are now more frequently using their points to buy essentials instead of saving them up.

“We’ve listened and expanded the scheme to give more instant reward, immediate value and lower prices.”